You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
DAVID OGILVYIn the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
More David Ogilvy Quotes
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Advertising reflects the mores of society, but it does not influence them.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
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There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
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I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
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Leaders grasp nettles.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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Advertising is only evil when it advertises evil things.
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First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
DAVID OGILVY